The campaign created by agency Duncan Channon, the brand is courting for the first time a wider base of health-conscious customers - while remaining committed to those who eat dairy-free due to allergies. The new advertising direction, which emphasizes indulgent taste and pure ingredients to erase the perception that choosing dairy-free requires any sacrifice in pleasure, comes on the heels of strong sales momentum for So Delicious Dairy Free and rapid growth in the non-dairy category overall.

“Tasting So Delicious’ frozen desserts offered an ‘aha’ moment for our team. The flavor and experience stands completely on its own, yet many people still think eating plant-based involves a major downgrade in taste,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “‘Nothing Compares’ is a bold declaration of confidence that decadence and wellness can absolutely go together. There’s zero reason for these products to stand in the shadow of traditional dairy ice cream.”